In today’s world consumers go online to look for information to support their buying decisions. Sam Funnell from Fine & Country Rugby discusses how to maximise property viewings through online and other opportunities.

Shopping is no longer about showing up at a store to make a purchase. Consumers often do their research on the go, using smartphones and tablets to find information. Given this phenomenon, it’s not surprising that the real estate marketplace has also become increasingly digitalised.

Approximately 90% of home buyers begin their search for a new home online; consequently an online presence is a vital component of any marketing strategy. For today’s buyers, it’s also about getting accurate information quickly and conveniently. Agents bridge the gap between internet research and viewing a property, which ultimately leads to buying a home.

More traditional marketing methods still play a role. Consider your own buying habits – a shop window display can still be the trigger that leads to a sale. While in the main, agents are dealing with customers who have done research online first, a well-presented property in print media may still be the motivation for a website search.

The statistics of people that browse portals such as Zoopla or Rightmove are staggering. An estimated 2.6 million people log on at least once a day. Research also shows that a viewer’s eye is naturally drawn to items that stand out. Ensuring the first impression is right is important, as this will entice buyers to a home viewing. It is still a home inspection that will ultimately convince the buyer the home is the right one for them. There is a move to digital viewings, but this is more likely to be for an investment property, which is a less emotive purchase. The rules about presenting a property for digital viewing are still the same; de-cluttering, presentation and letting plenty of light in still apply.

Agents have become skilled in using internet marketing tools and can advise you on the best media options for a particular property. They have also developed expertise in using e-mail marketing tools effectively.  With potential buyers able to browse through hundreds of properties at the click of a button, providing the essential information that will move them to the viewing stage has become a highly valuable skill.

Social media platforms, such as Instagram, Twitter and LinkedIn, also have a part to play. Utilising different types of media can give unique insight into your home for sale. While it’s still important to maintain an appropriate marketing mix, the statistics are increasingly pointing towards digital marketing as the most important element of a property sale.

For advice on selling or buying property, please contact Fine & Country Rugby on 01788 820062 or visit